We've heard time and time again from natural-haired beauties in fashion and TV about the woes of dealing with industry makeup artists and hairdressers who aren't well-versed in natural hair and darker skin tones.

This week's addition to the reel of cringe-worthy styles comes courtesy of the "Today" show.

In a segment on the daytime show earlier this week, YouTuber, Deepica Mutyala worked with three different models, all of different ethnicities, to pull off summer-inspired hairstyles in 60-seconds.

But when she got to Malyia McNaughton, a black model rocking natural hair, Mutyala looked less-than-familiar with the texture of her hair.

She raked her fingers through the model's curls, missed a section of hair with the elastic and fluffed her bangs into a frizzy mess.

"I think that in the beauty industry we're both people who are trying to break boundaries, and I thought that it was great that she wanted to show diversity."

In the video above, Inside Edition recaps the original segment and the Internet uproar that ensued.

Viewers took to Twitter to voice their dismay, and others added criticisms in the comments section of a Facebook video upload of the mishap, which now has nearly 7 million views.